CONVERSE PUBLIC ACCESS
AN UNFILTERED EXPRESSION OF YOUTH CULTURE FROM THE MINDS OF MAISIE WILLIAMS AND MILEY CYRUS
As part of the global relaunch campaign of the One Star shoe, Converse wanted to re-affirm their roots as the brand for the youth. We think if a brand wants to truly support youth culture, they have to provide them with tools, a co-sign, and get the hell out of the way. They also wanted a more engaging and forward-thinking campaign than a typical :60 TVC.
Members of the Converse Collective were invited to create their own Public Access show, from their own voice, about their own interests, and with very little brand input. The fun and absurd qualities of Public Access TV were buffered by serious dialog between hosts and guests about creativity, activism, bullying and general concerns facing young people today… all the while wearing the Converse One Star. We saw this as a great opportunity to tell a meta-narrative about supporting young talent and voices with the show itself, but also the people and process that brought the show to life.
The ~20 minute episodes aired on Twitter Live, attracting an unexpectedly large audience for an appointment viewing. The show then lived on Converse.com and was made entirely shoppable, while segments were cut down into more traditional :6:/15/:30’s and pusbed out alongside snippets, gifs and photography.
Role: Creative DirectionClient: Converse
Collaborators: Will Perkins, Marcus Price, Andrew Barchilon
EPISODE 1: MAISIE WILLIAMS
EP 1: THE SHOW
We launched the first episode with Maisie Williams (of Game of Thrones fame), featuring guests Millie Bobby Brown, Amandla Stenberg, Musician Syd, Chef Flynn McGarry, and a handful of young activists including Shade Zine and Mercy for Animals. The aesthetic was an updated take on a classic Public Access tv show set and styles, and the entire episode was completely unscripted except Maisies personal notes. We worked with director Andrew Barchilon to have a few tricks up our sleeves to keep things interesting.